SWOT Analysis Of Marketing Strategies Through Shopee In An Online Shop Brooklyn.store

DOI

10.2991/icaess-19.2019.34How to use a DOI?

Keywords

SWOT Analysis; Matrix of EFAS; Marketing Strategy; Matrix of IFAS

Abstract

The study aims to analyse SWOT (Strength, Weaknesses, Opportunity and Threats) and determine marketing strategies through Shopee at the Online Shop Brooklyn.store. This research uses a qualitative method of descriptive approach by measuring internal and external factors as well as the matrix of competitive profiles. The informant used for interview amounted to one person with additional supporting data in the form of spreading the questionnaire to seven respondents. The result of this research is Online Shop Brooklyn.store in the position of quadrant IV where IFAS with a score of 3.25 and EFAS 3.29. This suggests that Online Shop Brooklyn.store is in a weak organizational position and faces a big challenge so as implement a defensive strategy. The greatest strength that is the large number of variant types of product offered to the buyer, the weakness owned the availability of up-to-date product less, opportunity that can be taken that is seizing market the rise in the market, owned threat as more competitors in this business.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Putri Mei Elisabeth Siahaan
PY  - 2019/12
DA  - 2019/12
TI  - SWOT Analysis Of Marketing Strategies Through Shopee In An Online Shop Brooklyn.store
BT  - Proceedings of the 1st International Conference on Applied Economics and Social Science (ICAESS 2019)
PB  - Atlantis Press
SP  - 176
EP  - 179
SN  - 2352-5398
UR  - https://doi.org/10.2991/icaess-19.2019.34
DO  - 10.2991/icaess-19.2019.34
ID  - Siahaan2019/12
ER  -